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Rare 1999 Jobs Video Reveals Early Apple Strategy

MacRumors •
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A newly surfaced 1999 video shows Steve Jobs addressing Apple employees just two years after his return to the struggling company. The July 27, 1999 gathering at Cupertino comes after Jobs led Apple's turnaround, following Macworld New York where the company unveiled its iBook G3, drawing nearly 50,000 attendees. The 15-minute talk, uploaded by former engineer Akira Nonaka, reveals Jobs' vision for Apple's future.

Jobs outlined Apple's four-quadrant product lineup with the iBook completing the matrix alongside iMac, Power Mac G3, and PowerBook G3. He highlighted AirPort wireless networking as a breakthrough developed with Lucent, emphasizing Apple's advantage in controlling the "whole widget" unlike competitors. This integration, Jobs claimed, allowed Apple to deliver innovations "that just works" more effectively than companies coordinating across multiple partners.

Jobs rejected financial recovery as his primary motivation, stating he returned to "make Apple great again" and focus on creating great products. The company deliberately avoided enterprise markets dominated by Windows, instead targeting creative professionals, education, and consumers. Jobs expressed confidence in upcoming releases, calling them "the best stuff I've ever seen in my life," foreshadowing innovations like Mac OS X and the iPod.